mkt624 mcqs

MCQ’s of BRAND MANAGEMENT MKT6241. At the center of a brand’s characteristics is the following:

a. Identityb. Imagec. Valued. None of the given options

2. Brand management came into being for which of the following reasons:a. Companies wanted to achieve scale economies.b. It supplemented financial management practicesc. It suited production and operations personneld. Companies wanted to differentiate their products and highlight distinctions in a

competitive environment.3. Brands like to stay contemporary because of:

a. Others do itb. Staying attractive c. Upholding the contractd. None of the given options

4. Features and attributes of brands translate into benefits and _____________ are also fulfilled along with these benefits.

a. Customer valuesb. Brand valuesc. Organizational goalsd. Brand associations

5. A good brand contract:a. Keeps customer perspective in viewb. Delivers promises made with customersc. Unearths negative promisesd. All of the given options

6. Continuously renewing the difference makes your product ____________.a. Look superiorb. Highly unacceptablec. Not conforming with market standards of evolving changesd. Conforming to the changing behavior and beliefs of customers

7. A brand-based model reveals the following:a. Why customers buy the brands they buy?b. What are the underlying motives for their purchasing brands of their preference?c. Why companies keep their brands contemporary?d. All of the given options

8. The most important factor in brand management is to ensure that your ___________ must be matching with consumers’ perceptions.

a. Brand pinnacleb. Brand’s personac. Brand associationsd. Brand value

9. While developing the brand picture, first of all, you envision:a. Attributes b. Obsessionsc. Benefitsd. All of the given options

10. To have value, a brand must offer which one of the following? a. A simple product range with a defined set of featuresb. A complex product range with a defined set of featuresc. Consistency, a reduced level of perceived risk for the buyer, and a range of

functional and emotional attributes which are of value to buyers d. An identity through which the customer can trace the party responsible for supplying

the product

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1. The elasticity of sales to sales promotion is __________ that of advertising. a. Less than b. Equal to c. Greater than d. Inversely proportional to

2. A mix of different communication tools has a better chance of achieving: a. Objectives b. Synergy c. Efficiency d. Effectiveness

3. If two different brands are distributed by one company, it is considered under: a. Wholesale b. Co-branding c. Joint venture d. Merger

4. A company’s own retail outlets are meant: a. To avoid the threat of distributors’ power b. To own and batter control the distribution channel c. Distribution, itself, is a good business d. All of the given options

5. For communication to be effective it should be: a. Repetitive b. Reinforcing c. Both of the given options d. None of the given options

6. The power based on a channel member’s superior knowledge and information about his products is called:

a. Expert power b. Legitimate power c. Coercion d. Retailer power

7. A good channel system must automatically offer _____ to the customers. a. Transaction services b. After-sales services c. Both of the given options d. None of the given options

8. Advertising _____ is capable to attract consumers only if it is based on their needs. a. Reach b. Copy c. Frequency d. Media

9. Marketing communication is done to achieve the objective of: a. Building awareness b. Stimulate action c. Both of the given options d. None of the given options

10. Mostly, the major source of power throughout the distribution channel is: a. The company b. The brand c. The distributor d. The customer

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1. A great effort in terms of time and money is required for __________; and despite the effort, results are not guaranteed.

a. Growthb. Profitabilityc. Brandingd. Promotion

2. Brands are born out of the following strategies:a. Segmentation and differentiation strategiesb. Promotion strategiesc. Good purchasing and supply chain strategiesd. All of the given options

3. Brand identity is followed by _________, which is a reflection of what marketers planed to send to the public.

a. Brand valueb. Brand imagec. Advertisingd. Brand personality

4. Right branding increases __________ of the product, which should be more than that of the generic product.

a. Consumer revoltb. Market sharec. Profitd. Value

5. _________ are incurred by brands because of failures and questionable business practices that may increase costs and liabilities.

a. Brand assetsb. Brand liabilitiesc. Brand equitiesd. Market failures

6. Introduction of more brands and extensions leads to __ with no new benefits to consumers. a. Higher costb. Greater revenuec. Brand proliferationd. Increased competition

7. While defining the industry during the analysis, brand managers must consider:a. The range of products and services offered by the industryb. A picture of the geographic scope of the industry c. Both of the given optionsd. None of the given options

8. The difference between company’s present financial position and the financial objectives is known as:

a. Contribution gapb. Contribution marginc. Financial objectives’ failured. Low demand in market

9. A ___________ has to answer the questions like what would be the short of market if our brand is not there.

a. Brand imageb. Brand picturec. Brand managerd. Brand association

10. Brand assets include:a. The name of the brandb. Reputation, relevance, and loyaltyc. Less quality complaintsd. All of the given options

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1. A change in positioning may cause _______________ in price. a. An upward change b. A downward change c. Both of the given options d. None of the given options

2. ______________ occurs by maintaining the brand contract while undergoing innovations and modifications to stay current.

a. Sustainability b. Fit c. Uniqueness d. Credibility

3. When we keep the same brand name of new offerings so that customers may develop an immediate familiarity, the resultant phenomenon is known as:

a. Leveraging b. Extension c. Diversification d. Stretching

4. Introduction of another strength of a medicine by a pharmaceutical company is an example of:

a. Brand extension b. Line extension c. Brand diversification d. All of the given options

5. Brands are diversified because: a. It is essential for brand survival b. Some brands have such a high awareness that those are perceived by customers to

be in categories where they are not present. c. Cost-cutting is possible by advertising products with the same brand name d. All of the given options

6. The __________ relates to extra benefits that a brand offers to its customers. a. Entire positioning b. Point of difference c. Definition of business d. Innovation

7. Benefits of having different brands include all of the following except: a. Quickly respond to retailers’ need b. Effectively compete in market c. Save the actual brand image d. Fill all the gaps in market

8. When the same brand name holds several products in different markets, it is known as the a. Umbrella brand b. Source brand c. Multi-brand d. Range brand

9. Factors affecting the choice of distribution channel include: a. Customer value b. Sales revenues c. Both of the given options d. None of the given options

10. ___________ provides a good quality of service because of a direct interface with the customers, but it is expensive.

a. Direct sales b. Telemarketing c. E-marketing d. All of the given options

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1. In a specific strategic market plan, a profit centre that is self-supporting in terms of sales, markets, production, and other resources is known as:

a. Profit unit. b. Strategic business unit c. Marketing unit d. Small business unit

2. Clarity about dimensions of brands means the clarity in: a. The functions of brand b. The aspects of differentiation c. Both of the given options d. None of the given options

3. The drivers of change include all of the following except: a. Downfall in industry b. Consumer behavior c. Market analysis d. An investment by a foreign firm in local market

4. Shan Foods is involved in selecting and analyzing a target market and developing a marketing mix to gain long-run competitive advantages. Based on this example, Shan Foods is creating a:

a. Corporate strategy b. Target design c. Mix strategy d. Marketing strategy

5. Which of the following is not a reason of “selling a service is difficult”? a. Competitors can copy services very easily b. It is hard to summarize and communicate services c. Standardization among services is difficult d. Customer can never be satisfied with a service

6. Often, the direct consumers of a nonprofit organization are its: a. Consumer public b. Member public c. Client public d. Nonbusiness public

7. A __________ organization is customer-centric, and all the decisions it makes are based on involvement of all in the organization.

a. Brand based b. Consumer based c. Marketing d. Competition based

8. Measuring your brand’s performance means you are: a. Managing your brand right b. Measuring your strategies c. Maintaining your brand position d. Maintaining your brand picture

9. Critical success factors for a firm include: a. Changing lifestyles and attitudes b. Low-cost production efficiency c. Both of the given options d. None of the given options

10. PIA runs a series of television commercials that show its staff going out of their way to help customers. An important secondary audience for these ads is:

a. The civil aviation authority b. Competitors c. PIA employees d. All air travelers

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1. Which one of the following form of asset the brand has __________? a) Tangible assets b) Intangible assets c) Current assets d) Fixed assets

2. The functional risk of brand is related to __________. a) Price b) Performance c) Social image d) Our self concept

3. With the effort of team of professionals in a company, produce end product which is related to the ____. a) Brand creation b) Idea creation c) Brand management d) Marketing management

4. A differentiated product may be unique in the marketplace, but it will only be successful under which of the following circumstances?

a) If it satisfies customers' needs b) If the price differential is minimal c) If the brand can be classed as aspirational d) Differentiated products will always be successful

5. Choosing a suitable international brand name is an important, but often difficult, part of the process that creates a strong and distinctive brand. Which of the following statements about choosing a name for a new soft drink is UNTRUE? a) The name should be memorable and easy to pronounce b) The name must be checked by experts to ensure it doesn't infringe on another company's

brand name c) The name should have positive associations with the benefits and features of the product d) The brand name must be modern and contemporary

6. Which of the following is the indicator of brand strength? a) Brand reputation b) Patents and rights c) Perceived brand values d) Growth rate

7. There are lot of customers have the knowledge of brand. They are inclined to be bound into a contract. A customer bound by a contract is known as __________. a) Loyal customer b) Difficult customer c) Potential customer d) Finicky customer

8. Which one of the following is the best example of implicit promise? a) Personal computer b) Furniture c) Green tea d) Crockery

9. “Developing budgets and steering resources into strategy are critical areas of success,” Correlates which of the following strategy. a) Crafting strategy b) Implementing strategy c) Evaluating strategy d) Performing strategy

10. The process of establishing and maintaining a distinctive place in the market for an organization or its specific product offers is known as __________. a) Profiling b) Profiling Segmentation c) Segmentation d) Positioning

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Q.1 _____is ether the head of marketing department or a major brand and is responsible for the brand strategy and its implementation, important for completeperformance of the brand.a) Chief Branding Officerb) Chief Executive officerc) President of companyd) Director of CompanyQ.2 __________ shows how consistent customers are in buying your brand, how long they have been buying and how long they may buy?a) Customer loyaltyb) Brand loyaltyc) Product loyaltyd) Company loyaltyQ.3 The brand stature construct is equivalent to:a) Esteem multiplied by knowledgeb) Differentiation multiplied by knowledgec) Knowledge multiplied by relevanced) Esteem multiplied by differentiationQ.4 This pricing model offers opportunity to set different levels of pricing for different needs is known as __________.a) Segment pricingb) Skim pricingc) Value-in-use pricingd) Strategic account pricingQ.5 If a company introducing a new brand under the source brand or endorsing brand strategy to gain the benefits of brand power, you again are in a position to charge a __.a) Premium priceb) Skimming pricec) Market based priced) Retail priceQ.6 ___ is a mode of direct marketing owes to well structured communications in the form of catalogs.a) Telemarketing b) Sales promotionc) Advertising d) PublicityQ.7 Advertising is part of sales promotion by creating awareness and comprehension that form a level of __________.a) Customer pullb) Customer pushc) Customer loyald) Customer imageQ.8 _____ of ad means how many times you should expose your target customers to your message.a) Frequency b) Copyc) Copy strategy d) MediaQ.9 What purpose does an advertising copy serves? a) Provides a degree of continuity in a brand’s advertisingb) Help a brand achieve distinctivenessc) Provides a common benchmark on which all concerned in the company and the agency can evaluate the merits of advertising submissionsd) All of the given optionsQ.10 The image of brand is the __________ with customer.a) Actual associationb) Visionc) Positioningd) Personality traits

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Q.1 A brand based organization provides which of the following benefits?a) Clarity of role b) Commitment to brand growthc) A collective responsibility d) All of the given optionsQ.2 _____ lets you to have your loyal customer’s lifetime worth in terms of your brand’s purchasing.a) Lifetime value of a customer b) Lifetime value of a brandc) Lifetime value of a company d) Lifetime value of a marketQ.3 __________ lets you to have a clear picture of the number of customers or usage of your brand in comparison with competition.a) Market share b) Brand sharec) Product share d) Customer shareQ.4 ___________ works best under the circumstances of high differentiation that gives you a sustainable advantage in a quality conscious market.a) Value-in-use Pricing: b) Skim Pricingc) Segment pricing d) Strategic account pricingQ.5 Which of the following strategy give the benefit of premium pricing?a) Umbrella strategy b) Line brand strategyc) Product brand strategy

d) Branding strategyQ.6 Delivery services offered by restaurants and other food chains in our market on phone calls are examples of:a) Sales promotion b) Direct marketingc) Publicity d) Personal sellingQ.7 Duration of __________ should be short and should not be repeated too often.a) Sales promos b) Market promosc) Brand promos d) Product promosQ.8 An effective advertising campaign:a) Revolves around a strong single idea b) Should appeal to self interest of customerc) Must not wander off d) All of the given optionsQ.9 The term “story board” is specifically related to:a) TV commercial b) Newspaper Editorialc) Magazine ad d) Press releaseQ.10 __________ evokes a hierarchical set of customer response effects – i.e. building awareness, comprehension, intentions, and actions.a) Distribution b) Communicationc) Merchandizing d) BrandingQ.11 To keep your brand into recognition, it is important to __ according to an effective through plan.a) Advertise b) Positionc) Place d) MarketQ.12 In__________, internal workshop consisting of important aspects of ‘detailed strategic definition’ and ‘objectives of the brand’ is arranged.a) Brand chartering b) Brand planningc) Brand extension d) Brand equityQ.13 Apart from the ‘four Ps’ of marketing mix, the three additional elements of service brands are people, process, and__________.a) Physical evidence b) Physiological evidencec) Psychological evidence d) PackagingQ.14 A __________ organization is customer-centric, and all the decisions it makes are based on involvement of all in the organization.a) Brand-based b) Customer-basedc) Product-based d) None of the given optionsQ.15 According to researches, the highest brand loyalty of customers is among:a) Coffeeb) Shampooc) Cigarette

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d) Tea1. A personal computer with features relating processor’s specifications, the size of the hard disk and capacity of RAM is an example of:

A. Explicit promiseB. Implicit promiseC. Positive promiseD. Negative promise

2. All of the following statements would be considered to be TRUE regarding company vision statements EXCEPT:

A. Vision statements are never presented with an organization's mission statementB. Vision statements are often combined with the mission statementC. Vision statements are often designed to be memorable, one-line statementsD. Vision statements reflect an organization's strategic intent

3. Market is divided into groups on the basis of age, family size, gender, income, occupation, education, religion, race, generation, nationality, or social class is the best description of which of the following?

A. DemographicsB. PsychographicsC. BehavioralD. Geographic

4. Building the brand vision is very serious matter and cannot be decided by just one manager because of the issue of:

A. Marketing B. FinanceB. Production D. Promotion

5. Which of the following is considered the first step of the strategic brand management process?

A. Building brand missionB. Building brand visionC. Building brand objectivesD. Building brand picture

6. Which of the following author states that benefits are weak unless they relate to the customers’ central values and beliefs?

A. Jean-Noel KapfererB. Scot M. DavisC. Philip KotlerD. Geoffrey Randall

7. What approach should a brand manager adopt to know the status of a brand stands in terms of consumer perceptions?

A. Compare two or three brands B. Analyze the market segmentationsB. Select the potential target markets C. Understanding customer’s needs

8. While determining levels of preferences of consumers in relation to the criterion, researchers come to know that mostly consumers give priority to the brand due to it’s:

A. Customer serviceB. Consistent performanceC. Price value relationshipD. Accessibility

9. A sound mission and value statement must have all the attributes EXCEPT:A. MemorableB. PragmaticC. LengthyD. Inspiring

10. Brand picture is based on which one of the following?A. Brand valueB. Brand missionC. Brand visionD. Brand image

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1. The unique selling proposition (USP) was started in:A. Advertising eraB. Image eraC. Product eraD. The positioning era

2. An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented?

A. Line extensionB. MultibrandC. Brand extensionD. Rebranding

3. Which of the following is one of the marketer’s major positioning tools, which has a direct impact on product or service performance; thus, it is closely linked to customer value and satisfaction.

A. Social marketingB. Product qualityC. Specialty marketingD. Position marketing

4. Opportunities for growth and expansion are identified by finding:A. Customers’ beliefs about the segmentB. Customers believe about our competitorsC. Customer’s perceptions about the brandD. Customer’s response about the products

5. According to Scot Davis, how many years are required to change the brand positioning?A. Two to five yearsB. Three to six yearsC. Two to six yearsD. Three to five years

6. Which of the following is basically getting into different versions of the same base product on the same market?

A. Product extensionB. Brand diversificationC. Market extensionD. Line extension

7. Which of the following is a “concise statement that summarizes brand’s commitment or promise to target consumers and actively communicates the advantage over competing brands”?

A. Vision statement B. Mission statementB. Positioning statement D.Value statement

8. Whichever positioning you may like to choose, it has to stem from which one of the following point of view so that they can own it?

A. CustomersB. CompetitorsC. General ManagersD. Brand owners

9. Which one of the following is NOT considered as competitive differentiation?A. ProductB. SalesC. Service D. Image

10. Marketers need to position their brands clearly in target customers’ minds. The strongest brands go beyond attributes or benefit positioning. They are positioned on the basis of which of the following?

A. Desirable benefitB. Good packagingC. Strong beliefs and values

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D. Service inseparability

Question # 1 of 20 ( Start time: 07:29:26 PM ) Total Marks: 1

The business growth that takes place because of the internal working of the

different parts within an organization is known as which of the following?

Acquisition

Organic growth

Rapid growth

Licensing


Which of the following is the characteristic of personality of a brand?

Logo

Packaging

Color

Durability


A strong brand refers to which one of the following?

Offers greater potential to charge a premium price

Helps to recover development and launch costs

Provides large base of loyal customers

All of the given options


A fashion clothing company getting into perfumes refers to the example of:

Perceived difficulty of manufacture

Know-how transferability

Complementarity

Awareness and reputation of the parent


Which of the following brand strategy which gives you the benefit of premium

pricing?

Umbrella brand strategy

Line brand strategy

Product brand strategy

Family brand strategy


If a company's customers are concentrated in a small geographic area and the company sells

technical products, which promotion method will it most likely use?


Which of the following is a set of promises that the brand makes to customers?

Brand contract

Brand association

Brand persona

Brand equity


When brand management becomes the heart of marketing then which one becomes

the heart of brand management.

Owner’s equity

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Brand equity

Brand assets

Brand value


To be successful, the company must have all its __________ at work to deliver superior

value.

Resources

Brands

Employees

Communication


Which of the following is created by management for the consumer and for the

company through good brands:

Value

Price

Cost

Rate


When two brands join hands to create one brand by using the strong expressions of

both, this is known as:

Bundling

Branding

Brand management

Brand equity


Building the brand vision is very serious matter and cannot be decided by just one

manager because of the issue of:

Finance

Marketing

Production

Promotion


CRE stands for what?

Customer response effect

Customer relationship effect

Customer responsibility effect

Customer resource effect


“Intel inside” is a classic example of which one of the following?

Bundling

Ingredient co-branding

Joint venture

Effective packaging


The prices of luxury product fall under:

Plus-one pricing

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Skim pricing

Strategic account pricing

Segment pricing


Introducing additional items in the same product category by adding new flavors,

forms, colors, ingredients or package sizes, under the same brand name, is known

as:

Line extensions

Product mix

Interactive marketing

Service intangibility

Question # 1 of 20 ( Start time: 07:29:26 PM ) Total Marks: 1 The business growth that takes place because of the internal working of the different parts within an organization is known as which of the following? AcquisitionOrganic growthRapid growthLicensingQuestion # 2 of 20 ( Start time: 07:30:59 PM ) Total Marks: 1 Which of the following is the characteristic of personality of a brand? LogoPackagingColorDurabilityQuestion # 3 of 20 ( Start time: 07:32:57 PM ) Total Marks: 1 A strong brand refers to which one of the following? Offers greater potential to charge a premium priceHelps to recover development and launch costsProvides large base of loyal customersAll of the given optionsQuestion # 4 of 20 ( Start time: 07:34:08 PM ) Total Marks: 1 A fashion clothing company getting into perfumes refers to the example of: Perceived difficulty of manufactureKnow-how transferabilityComplementarityAwareness and reputation of the parentQuestion # 5 of 20 ( Start time: 07:35:40 PM ) Total Marks: 1 Which of the following brand strategy which gives you the benefit of premium pricing? Umbrella brand strategyLine brand strategyProduct brand strategyFamily brand strategyQuestion # 6 of 20 ( Start time: 07:37:08 PM ) Total Marks: 1 If a company's customers are concentrated in a small geographic area and the company sells technical products, which promotion method will it most likely use?

Personal selling

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Question # 7 of 20 ( Start time: 07:38:50 PM ) Total Marks: 1 Which of the following is a set of promises that the brand makes to customers? Brand contractBrand associationBrand personaBrand equityQuestion # 8 of 20 ( Start time: 07:39:57 PM ) Total Marks: 1 When brand management becomes the heart of marketing then which one becomes the heart of brand management. Owner’s equityBrand equityBrand assetsBrand valueQuestion # 10 of 20 ( Start time: 07:41:55 PM ) Total Marks: 1 To be successful, the company must have all its __________ at work to deliver superior value. ResourcesBrandsEmployeesCommunicationQuestion # 11 of 20 ( Start time: 07:43:10 PM ) Total Marks: 1 Which of the following is created by management for the consumer and for the company through good brands: ValuePriceCostRateQuestion # 12 of 20 ( Start time: 07:44:06 PM ) Total Marks: 1 When two brands join hands to create one brand by using the strong expressions of both, this is known as: BundlingBrandingBrand managementBrand equityQuestion # 13 of 20 ( Start time: 07:45:13 PM ) Total Marks: 1 Building the brand vision is very serious matter and cannot be decided by just one manager because of the issue of: FinanceMarketingProductionPromotionQuestion # 14 of 20 ( Start time: 07:46:17 PM ) Total Marks: 1 CRE stands for what? Customer response effectCustomer relationship effectCustomer responsibility effectCustomer resource effectQuestion # 15 of 20 ( Start time: 07:47:38 PM ) Total Marks: 1 “Intel inside” is a classic example of which one of the following? BundlingIngredient co-brandingJoint ventureEffective packaging

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Question # 16 of 20 ( Start time: 07:48:49 PM ) Total Marks: 1 The prices of luxury product fall under: Plus-one pricingSkim pricingStrategic account pricingSegment pricingQuestion # 20 of 20 ( Start time: 09:04:11 PM ) Total Marks: 1 Introducing additional items in the same product category by adding new flavors, forms, colors, ingredients or package sizes, under the same brand name, is known as: Line extensionsProduct mixInteractive marketingService intangibilityAdvertising is a major promotion mix ingredient that is a:Paid form of personal communicationPaid form of non personal communicationNon paid form of personal communicationNon paid form of non personal communicationWhich of the following statements about Place/Distribution decisions is CORRECT?Product classes are not related to Place objectivesThe product life cycle is not related to Place objectivesPlace decisions are short-term decisions that are easy to changeDifferent market segments may require separate Place arrangements.Which one of the following is indicator of a company’s desire to better meet the demands of the market, not only through differentiated products but also through different brands and there fore different identities?Brand portfolioBrand extensionLine extensionBrand diversificationWhich one of the following pricing model is suggested during the decline stage of brand?Harvest pricingPenetration pricingCost based pricingMarket based pricingWhich one of the following brand layer is slightly wider than line brands?Family brandsRange brandsUmbrella brandsProduct brandsBased on various researches, which of the following is NOT TRUE about brand perception?People perceive the brand as a wholePerception is comprehensiveConsumers’ perception is the reality

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The brand has a personalityBased on various researches, which of the following is NOT TRUE about brand perception?People perceive the brand as a wholePerception is comprehensiveConsumers’ perception is the realityThe brand has a personalityWhichever positioning you may like to choose, it has to stem from the point of view of which one of the following so that they can own it?Customers'Competitors'General Managers'Brand owners'Which of the following is one of the marketer’s major positioning tools, that has a direct impact on product or service performance; thus, it is closely linked to customer value and satisfaction?Product qualitySocial marketingSpecialty marketingProduction qualityTo update brand position is very necessary and there are different criteria to update it. How many criteria are adapted to judge if there is need for updating?FourThreeSixFiveThe distribution channel’s performance depends on all of the following EXCEPT:Customer reachOperating efficiencyService qualityPlace of distributionAddition of 2.25 liter bottle by Coca Cola will cause to:Increase customer base and usageEnhance customer loyaltyGenerate more profitDevelop brand imageIf a company introduce same brand name for several product in different markets then company is applying which one of the following brand strategy?Product brand strategyLine brand strategyRand brand strategyUmbrella brand strategyCommunication through a news story regarding an organization and/or its products that is transmitted through a mass medium at no charge is which

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one of the following?AdvertisingSales promotionPersonal sellingPublicityWhich of the following leads us to determine why customers buy what they buy?Customer need analysisBrand-based customer modelGood brand promiseBrand management processOne member of an organization has the ability to control resources and change behavior of the other. It is an exercise of which one of the following?Coercive powerReward powerLegitimate powerExpert powerA personal computer with features relating to processor’s specifications, the size of the hard disk and capacity of RAM is an example of:Implicit promiseExplicit promisePositive promiseNegative promiseThe more the customers are knowledgeable of a brand’s promises, the more they are inclined to be bound into a:ContractAgreementSettlementNegotiation

MCQ’s of BRAND MANAGEMENT MKT624

Question # 1 of 10 Which of the following is “a concise statement that summarizes brand’s commitment or promise to target consumers and actively communicates the advantage over competing brands”? Positioning statementVision statementMission statementValue statementQuestion # 2 of 10 When any brand of cooking oil is launched with new formula (for more

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safety of health), it is the example of which of the following? Extending your target marketExtending the definition of businessExtending your point of differenceExtending the entire positioningQuestion # 3 of 10 You do not give the same treatment to a fake brand even if it carries the label that may look genuine because: The actual brand is not thereThe actual product is not thereThe actual brand is thereActual product is thereQuestion # 4 of 10 When we say that brands are staying contemporary than it means: Bringing about innovationsLiving up to consumers’ likes and expectationsEngaging into a brand contractAll of the given optionsQuestion # 5 of 10 Which of the following has to generate revenues, profits and net earning, whether establish through organic growth or acquisition. Brand managementBrandCategoryBrand equityQuestion # 6 of 10 Which one of the following is the part of brand management process? Manage productManage categoriesManage brandManage customerQuestion # 7 of 10 All of the following are the primary component of positioning, EXCEPT: Company businessTarget marketPoint of difference and key benefitsCustomer’s analysisQuestion # 8 of 10 Which of the following can be defined in terms of needs, segmentation and geography? MarketsProductionPromotionManagementQuestion # 9 of 10 In uncover bad promise one must convert the shortcomings into: StrengthsWeaknessesOpportunitiesThreats

Question # 1 of 10 A brand contract may also contain __________ but it must be eradicated from the contract? Negative promisesPositive promisesDoubtful promisesImplicit promisesQuestion # 2 of 10 The whole exercise of creating the right picture is to create meaningful parallels between the brand’s identity and its: ImageAttributeFeaturesValue

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Question # 4 of 10 Which one of the following is NOT the basic determinant of the consumer’s buying action? InferiorityAffordabilityQualityAccessibilityQuestion # 5 of 10 The more customers are knowledgeable of a brand’s promises, the more they are likely to be:

Question # 6 of 10 Which of the following is driving force for customers’ focal point? Brand pictureBrand imageBrand valueBrand personaQuestion # 7 of 10 _________ is basically getting into different versions of the same base product on the same market. Line extensionProduct extensionBrand diversificationMarket extensionQuestion # 9 of 10 Strong brand positioning is driven by which one of the following sources? CustomerEmployeeCompanyMarketQuestion # 10 of 10 If a market is very mature, the challenges are: Intense WeakConcentratedDeep1. The unique selling proposition (USP) was started in:A. Advertising eraB. Image eraC. Product eraD. The positioning era2. An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented?A. Line extensionB. MultibrandC. Brand extensionD. Rebranding3. Which of the following is one of the marketer’s major positioning tools, which has a direct impact on product or service performance; thus, it is closely linked to customer value and satisfaction.A. Social marketingB. Product qualityC. Specialty marketingD. Position marketing ………..4. Opportunities for growth and expansion are identified by finding:A. Customers’ beliefs about the segmentB. Customers believe about our competitorsC. Customer’s perceptions about the brand

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D. Customer’s response about the products5. According to Scot Davis, how many years are required to change the brand positioning?A. Two to five yearsB. Three to six yearsC. Two to six yearsD. Three to five years6. Which of the following is basically getting into different versions of the same base product on the same market?A. Product extensionB. Brand diversificationC. Market extensionD. Line extension7. Which of the following is a “concise statement that summarizes brand’s commitment or promise to target consumers and actively communicates the advantage over competing brands”?A. Vision statementB. Mission statementC. Positioning statementD. Value statement8. Whichever positioning you may like to choose, it has to stem from which one of the following point of view so that they can own it?A. CustomersB. CompetitorsC. General ManagersD. Brand owners9. Which one of the following is NOT considered as competitive differentiation?A. ProductB. SalesC. ServiceD. Image10. Marketers need to position their brands clearly in target customers’ minds. The strongest brands go beyond attributes or benefit positioning. They are positioned on the basis of which of the following?A. Desirable benefitB. Good packagingC. Strong beliefs and valuesD. Service inseparability

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mkt624 mcqs

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